09: The Future of Video: Part 2

“Because all the video platforms are global, it is a very different mindset than television.”

(click to tweet)

Welcome back to part 2 of Verizon Venture’s live video content discussion, where we continue to discuss the evolution of live content in relation to shoppable content and branding within videos. Joining us are the talented:

• Ivana Kirkbride, Chief Content Officer for Go90, a Verizon company.
• Allison Stern, Co-founder and Chief Marketing Officer for Tubular Labs.
• Matt Levin, Co-founder and CEO of Donut Media.
• Rhoades Rader, Head of Content Studios at Mitu, a Verizon Ventures portfolio company.
• Allen DeBevoise, Managing Partner of Third Wave Ventures.

“Shoppable videos have become a really cool trend for business models, that can work.”

(click to tweet)

Highlights

• Information and items now within videos have the capability to be itemized, and in turn shoppable.
• Shoppable videos have become a really cool trend for business models that can work.
• The rise of sponsored content and branded content is going to be a huge theme in 2017.
• The idea of content within videos grew ten times last year from the previous year, and we’re expecting that to be a large piece of the way to make money within media companies.
• Companies in the space are beginning to build creative agencies, and see how they can further scale this department.
• Allison: There’s a spectrum of how brands engage in content. One end is uploading TV ads onto Youtube or a video platform, which we have evolved from. The next step is partnering with influencers.
• Businesses are going to be creating branded content to market, separate from their TV ads, to showcase their brand
• GoPro has become a media company on par with other media companies.
• A main challenge is how much appetite there are in brands to become their own media company.
• The big question for publishers and programmers now becomes: How do we scale? How do I own a mindset?
• In digital media -- it’s a global opportunity instead of the US centric mind frame.
• The type of content you’re creating will heavily influence the budget and quality of the production in your videos.
• The notion of what people would want to watch is expanding widely, thanks to the on-demand nature.

“The next step for businesses in this space isn’t for the faint of heart: becoming a media company yourself.”

(click to tweet)

Resources

Go90 https://www.go90.com/

Donut Media http://www.donut.media/

Tubular Labs: https://tubularlabs.com/

Mitu Studios: https://www.wearemitu.com/

Third Wave Ventures: http://thirdwavedigital.vc/

Matthew Levin: https://www.linkedin.com/in/matthew-levin-7205033b

Ivana Kirkbride: https://www.linkedin.com/in/ivanakirkbride

Allison Stern: https://www.linkedin.com/in/allisonjstern

Rhoades Rader: https://www.linkedin.com/in/rhoadesrader